{"id":13859,"date":"2025-01-24T18:39:36","date_gmt":"2025-01-24T18:39:36","guid":{"rendered":"https:\/\/www.teamly.com\/blog\/?p=13859"},"modified":"2025-01-24T18:39:36","modified_gmt":"2025-01-24T18:39:36","slug":"key-lessons-from-building-a-storybrand-2-0-chapter-9","status":"publish","type":"post","link":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/","title":{"rendered":"Key Lessons from Building a StoryBrand 2.0: Chapter 9"},"content":{"rendered":"<p>When it comes to creating compelling brand messages, few books rival <em>Building a StoryBrand 2.0<\/em>. Chapter 9 dives deep into the idea that every customer is motivated to avoid failure.<\/p>\n<p>This principle can transform how brands communicate, helping them forge stronger connections with their audiences. Below are the key takeaways from this chapter, along with practical applications for businesses.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"the_psychology_of_failure\"><\/span>The Psychology of Failure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>At the heart of great storytelling lies a simple question: &#8220;Will the hero succeed or fail?&#8221; Chapter 9 explores how this principle applies to brands. Customers resonate with narratives that address their challenges and fears. Highlighting what\u2019s at stake for them keeps their attention.<\/p>\n<ul>\n<li><strong>Relatable heroes:<\/strong> Stories with vulnerable protagonists make audiences care.<\/li>\n<li><strong>High stakes:<\/strong> Without stakes, a narrative loses tension and engagement.<\/li>\n<\/ul>\n<p>This psychological principle isn\u2019t just for movies or novels\u2014it\u2019s foundational for marketing. By crafting messages that resonate with the human desire to avoid failure, brands can communicate more effectively and emotionally.<\/p>\n<p>This approach connects with customers on a deeper level, building trust and loyalty.<\/p>\n<p>Consider the emotional impact of this principle. For example, in a world dominated by choices, customers often feel overwhelmed.<\/p>\n<p>Narratives that simplify decisions by emphasizing stakes help cut through the noise. Customers want solutions that protect them from loss, whether financial, emotional, or social.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13865\" src=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.01.52-A-highly-detailed-2D-vector-art-of-a-small-lonely-island-in-the-middle-of-a-vast-green-ocean.-The-island-features-a-glowing-lighthouse-casting-a-soft.webp\" alt=\"\" width=\"1792\" height=\"1024\" srcset=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.01.52-A-highly-detailed-2D-vector-art-of-a-small-lonely-island-in-the-middle-of-a-vast-green-ocean.-The-island-features-a-glowing-lighthouse-casting-a-soft.webp 1792w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.01.52-A-highly-detailed-2D-vector-art-of-a-small-lonely-island-in-the-middle-of-a-vast-green-ocean.-The-island-features-a-glowing-lighthouse-casting-a-soft-300x171.webp 300w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.01.52-A-highly-detailed-2D-vector-art-of-a-small-lonely-island-in-the-middle-of-a-vast-green-ocean.-The-island-features-a-glowing-lighthouse-casting-a-soft-1024x585.webp 1024w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.01.52-A-highly-detailed-2D-vector-art-of-a-small-lonely-island-in-the-middle-of-a-vast-green-ocean.-The-island-features-a-glowing-lighthouse-casting-a-soft-768x439.webp 768w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.01.52-A-highly-detailed-2D-vector-art-of-a-small-lonely-island-in-the-middle-of-a-vast-green-ocean.-The-island-features-a-glowing-lighthouse-casting-a-soft-1536x878.webp 1536w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"using_stakes_in_your_brand_messaging\"><\/span>Using Stakes in Your Brand Messaging<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Just as a story needs stakes to captivate an audience, brands need to define what their customers stand to lose by not acting. This makes the messaging compelling and meaningful. Consider the following steps:<\/p>\n<ol>\n<li>Highlight the consequences of inaction.<\/li>\n<li>Show how your product or service provides a solution.<\/li>\n<li>Emphasize urgency with clear calls to action.<\/li>\n<\/ol>\n<p>For example, if your product helps businesses streamline operations, emphasize the chaos and inefficiency they could avoid. This applies to any industry\u2014whether you\u2019re selling software, financial services, or educational tools.<\/p>\n<p>Another effective approach is to create hypothetical scenarios that illustrate potential failures. This technique allows customers to envision the consequences of inaction, making the stakes feel immediate and real.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"case_study_allstates_%e2%80%9cmayhem%e2%80%9d_campaign\"><\/span>Case Study: Allstate\u2019s \u201cMayhem\u201d Campaign<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the standout examples from Chapter 9 is Allstate\u2019s iconic \u201cMayhem\u201d campaign. Through humor and drama, it highlights everyday risks like accidents and home damage.<\/p>\n<p>The campaign effectively foreshadows potential failure while offering a solution: insurance protection. This approach creates urgency and emotional resonance.<\/p>\n<p>The brilliance of the \u201cMayhem\u201d campaign lies in its ability to make risks tangible and relatable. By dramatizing scenarios that could happen to anyone, it creates a powerful connection with its audience.<\/p>\n<p>This is a lesson all brands can apply: make the stakes real and relevant to your customers\u2019 lives.<\/p>\n<p>In addition to its relatability, the campaign demonstrates the importance of tone. Humor offsets fear, ensuring the message resonates without overwhelming the audience. This balance is key for any brand seeking to use stakes in its messaging.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13866\" src=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.06.42-A-highly-detailed-2D-vector-art-of-a-giant-key-unlocking-a-floating-purple-puzzle-box-with-light-spilling-out.-The-scene-features-the-box-suspended-in.webp\" alt=\"\" width=\"1792\" height=\"1024\" srcset=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.06.42-A-highly-detailed-2D-vector-art-of-a-giant-key-unlocking-a-floating-purple-puzzle-box-with-light-spilling-out.-The-scene-features-the-box-suspended-in.webp 1792w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.06.42-A-highly-detailed-2D-vector-art-of-a-giant-key-unlocking-a-floating-purple-puzzle-box-with-light-spilling-out.-The-scene-features-the-box-suspended-in-300x171.webp 300w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.06.42-A-highly-detailed-2D-vector-art-of-a-giant-key-unlocking-a-floating-purple-puzzle-box-with-light-spilling-out.-The-scene-features-the-box-suspended-in-1024x585.webp 1024w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.06.42-A-highly-detailed-2D-vector-art-of-a-giant-key-unlocking-a-floating-purple-puzzle-box-with-light-spilling-out.-The-scene-features-the-box-suspended-in-768x439.webp 768w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.06.42-A-highly-detailed-2D-vector-art-of-a-giant-key-unlocking-a-floating-purple-puzzle-box-with-light-spilling-out.-The-scene-features-the-box-suspended-in-1536x878.webp 1536w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the_power_of_loss_aversion\"><\/span>The Power of Loss Aversion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Drawing from Daniel Kahneman\u2019s <em>Prospect Theory<\/em>, Chapter 9 explains that people are more motivated to avoid losses than to pursue gains.<\/p>\n<p>This insight is invaluable for crafting marketing messages. Highlighting what customers might lose if they don\u2019t act can significantly boost engagement.<\/p>\n<ul>\n<li><strong>Examples of losses:<\/strong> Missed financial savings, inefficiencies, or hidden fees.<\/li>\n<li><strong>Frame solutions positively:<\/strong> Emphasize how your product can help customers avoid these pitfalls.<\/li>\n<\/ul>\n<p>Loss aversion isn\u2019t just about fear\u2014it\u2019s about creating urgency. When customers understand what\u2019s at stake, they\u2019re more likely to act quickly.<\/p>\n<p>For example, a campaign for an eco-friendly product could emphasize the environmental impact of not switching to sustainable options.<\/p>\n<p>Moreover, leveraging loss aversion can be particularly impactful in competitive markets. If your competitors offer similar products, framing your solution as a way to avoid failure differentiates you. Customers will see your brand as the safest choice.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"practical_applications_for_businesses\"><\/span>Practical Applications for Businesses<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Implementing these principles doesn\u2019t require a massive budget. Brands can integrate stakes into their messaging through various channels:<\/p>\n<ul>\n<li>Website bullet points emphasizing risks of inaction.<\/li>\n<li>Emails that highlight consequences alongside solutions.<\/li>\n<li>Landing pages with clear stakes and calls to action.<\/li>\n<\/ul>\n<p>For example, Teamly software can help businesses organize their operations more effectively, preventing costly inefficiencies and lost productivity.<\/p>\n<p>By framing your messaging around the challenges customers face, you position your product as an essential solution.<\/p>\n<p>It\u2019s also essential to test your messaging. Use A\/B testing to determine which stakes resonate most with your audience. Continuous optimization ensures your messages remain relevant and impactful.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13867\" src=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.16-A-highly-detailed-2D-vector-art-of-a-tornado-made-of-abstract-shapes-such-as-triangles-and-circles-with-a-golden-shield-in-the-center-breaking-the-s.webp\" alt=\"\" width=\"1792\" height=\"1024\" srcset=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.16-A-highly-detailed-2D-vector-art-of-a-tornado-made-of-abstract-shapes-such-as-triangles-and-circles-with-a-golden-shield-in-the-center-breaking-the-s.webp 1792w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.16-A-highly-detailed-2D-vector-art-of-a-tornado-made-of-abstract-shapes-such-as-triangles-and-circles-with-a-golden-shield-in-the-center-breaking-the-s-300x171.webp 300w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.16-A-highly-detailed-2D-vector-art-of-a-tornado-made-of-abstract-shapes-such-as-triangles-and-circles-with-a-golden-shield-in-the-center-breaking-the-s-1024x585.webp 1024w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.16-A-highly-detailed-2D-vector-art-of-a-tornado-made-of-abstract-shapes-such-as-triangles-and-circles-with-a-golden-shield-in-the-center-breaking-the-s-768x439.webp 768w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.16-A-highly-detailed-2D-vector-art-of-a-tornado-made-of-abstract-shapes-such-as-triangles-and-circles-with-a-golden-shield-in-the-center-breaking-the-s-1536x878.webp 1536w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"balancing_fear_and_solutions\"><\/span>Balancing Fear and Solutions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Chapter 9 emphasizes that fear should be used sparingly in messaging\u2014like salt in a recipe.<\/p>\n<p>Too much can overwhelm your audience, but just enough can create urgency. Pair fear-based messaging with actionable solutions to empower customers instead of paralyzing them.<\/p>\n<blockquote><p>\u201cDon\u2019t postpone your retirement. You\u2019ve worked too hard for too long to not enjoy time with your grandchildren.\u201d<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>This approach ensures that customers feel motivated rather than manipulated. It\u2019s about guiding them toward a positive outcome while acknowledging the stakes.<\/p>\n<p>Additionally, storytelling can play a crucial role here. Narratives that showcase relatable characters overcoming challenges make the stakes feel authentic. Customers are more likely to trust brands that present genuine stories of transformation.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"examples_from_the_book\"><\/span>Examples from the Book<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Perkins Motorplex:<\/strong> Avoiding the pain of buying a lemon or being ripped off.<\/li>\n<li><strong>Rely Technology:<\/strong> Preventing the frustration of confusing home tech setups.<\/li>\n<li><strong>WinShape Camps:<\/strong> Helping parents avoid a restless, unproductive summer for their kids.<\/li>\n<\/ul>\n<p>These examples illustrate how diverse industries can apply the principles from Chapter 9. By identifying the stakes for your specific audience, you can craft messages that resonate deeply and drive action.<\/p>\n<p>Remember, the key is specificity. Generic stakes won\u2019t capture attention. Tailor your messaging to address the unique concerns of your audience, and they\u2019ll see your brand as indispensable.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13868\" src=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.44-A-highly-detailed-2D-vector-art-of-a-floating-anchor-radiating-soft-pink-light-in-turbulent-waters.-The-anchor-symbolizes-stability-and-hope-amidst-th.webp\" alt=\"\" width=\"1792\" height=\"1024\" srcset=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.44-A-highly-detailed-2D-vector-art-of-a-floating-anchor-radiating-soft-pink-light-in-turbulent-waters.-The-anchor-symbolizes-stability-and-hope-amidst-th.webp 1792w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.44-A-highly-detailed-2D-vector-art-of-a-floating-anchor-radiating-soft-pink-light-in-turbulent-waters.-The-anchor-symbolizes-stability-and-hope-amidst-th-300x171.webp 300w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.44-A-highly-detailed-2D-vector-art-of-a-floating-anchor-radiating-soft-pink-light-in-turbulent-waters.-The-anchor-symbolizes-stability-and-hope-amidst-th-1024x585.webp 1024w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.44-A-highly-detailed-2D-vector-art-of-a-floating-anchor-radiating-soft-pink-light-in-turbulent-waters.-The-anchor-symbolizes-stability-and-hope-amidst-th-768x439.webp 768w, https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/DALL\u00b7E-2025-01-24-13.07.44-A-highly-detailed-2D-vector-art-of-a-floating-anchor-radiating-soft-pink-light-in-turbulent-waters.-The-anchor-symbolizes-stability-and-hope-amidst-th-1536x878.webp 1536w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><\/p>\n<p>Ready to transform your brand messaging? Get your copy of <em>Building a StoryBrand 2.0<\/em> today on <a href=\"https:\/\/www.amazon.com\/Building-StoryBrand-2-0-Clarify-Customers\/dp\/1400248876\" target=\"_blank\" rel=\"noopener\">Amazon<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to creating compelling brand messages, few books rival Building a StoryBrand 2.0. Chapter 9 dives deep into the idea that every customer is motivated to avoid failure. This principle can transform how brands communicate, helping them forge stronger connections with their audiences. Below are the key takeaways from this chapter, along with &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Key Lessons from Building a StoryBrand 2.0: Chapter 9&#8221;<\/span><\/a><\/p>\n","protected":false},"author":17,"featured_media":13860,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-13859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-book-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Key Lessons from Building a StoryBrand 2.0: Chapter 9<\/title>\n<meta name=\"description\" content=\"Chapter 9: Learn how to craft messaging that helps your customers avoid failure and build stronger connections.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Key Lessons from Building a StoryBrand 2.0: Chapter 9\" \/>\n<meta property=\"og:description\" content=\"Chapter 9: Learn how to craft messaging that helps your customers avoid failure and build stronger connections.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/\" \/>\n<meta property=\"og:site_name\" content=\"Official Teamly Blog - Official Teamly Blog - Your Project Management Resource\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-24T18:39:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/blog-book-summary-template-9-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1792\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Tim Barenscheer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tim Barenscheer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/\"},\"author\":{\"name\":\"Tim Barenscheer\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#\\\/schema\\\/person\\\/f1a03a4dfdf615a5825ac3f9a0c848ee\"},\"headline\":\"Key Lessons from Building a StoryBrand 2.0: Chapter 9\",\"datePublished\":\"2025-01-24T18:39:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/\"},\"wordCount\":981,\"publisher\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/01\\\/blog-book-summary-template-9-1.png\",\"articleSection\":[\"Book Summaries\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/\",\"url\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/\",\"name\":\"Key Lessons from Building a StoryBrand 2.0: Chapter 9\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/01\\\/blog-book-summary-template-9-1.png\",\"datePublished\":\"2025-01-24T18:39:36+00:00\",\"description\":\"Chapter 9: Learn how to craft messaging that helps your customers avoid failure and build stronger connections.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/01\\\/blog-book-summary-template-9-1.png\",\"contentUrl\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/01\\\/blog-book-summary-template-9-1.png\",\"width\":1792,\"height\":1024},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/key-lessons-from-building-a-storybrand-2-0-chapter-9\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Key Lessons from Building a StoryBrand 2.0: Chapter 9\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/\",\"name\":\"Official Teamly Blog - Official Teamly Blog - Your Project Management Resource\",\"description\":\"Your Project Management Resource\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#organization\",\"name\":\"Official Teamly Blog - Official Teamly Blog - Your Project Management Resource\",\"url\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/logo.png\",\"contentUrl\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/logo.png\",\"width\":150,\"height\":39,\"caption\":\"Official Teamly Blog - Official Teamly Blog - Your Project Management Resource\"},\"image\":{\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/teamly\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/#\\\/schema\\\/person\\\/f1a03a4dfdf615a5825ac3f9a0c848ee\",\"name\":\"Tim Barenscheer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/91e23a2399a65f91d3542dd40b73065fc729eede7f5a5e56004848efa322a265?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/91e23a2399a65f91d3542dd40b73065fc729eede7f5a5e56004848efa322a265?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/91e23a2399a65f91d3542dd40b73065fc729eede7f5a5e56004848efa322a265?s=96&d=mm&r=g\",\"caption\":\"Tim Barenscheer\"},\"url\":\"https:\\\/\\\/www.teamly.com\\\/blog\\\/author\\\/timbarenscheer\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Key Lessons from Building a StoryBrand 2.0: Chapter 9","description":"Chapter 9: Learn how to craft messaging that helps your customers avoid failure and build stronger connections.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/","og_locale":"en_US","og_type":"article","og_title":"Key Lessons from Building a StoryBrand 2.0: Chapter 9","og_description":"Chapter 9: Learn how to craft messaging that helps your customers avoid failure and build stronger connections.","og_url":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/","og_site_name":"Official Teamly Blog - Official Teamly Blog - Your Project Management Resource","article_published_time":"2025-01-24T18:39:36+00:00","og_image":[{"width":1792,"height":1024,"url":"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/blog-book-summary-template-9-1.png","type":"image\/png"}],"author":"Tim Barenscheer","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Tim Barenscheer","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/#article","isPartOf":{"@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/"},"author":{"name":"Tim Barenscheer","@id":"https:\/\/www.teamly.com\/blog\/#\/schema\/person\/f1a03a4dfdf615a5825ac3f9a0c848ee"},"headline":"Key Lessons from Building a StoryBrand 2.0: Chapter 9","datePublished":"2025-01-24T18:39:36+00:00","mainEntityOfPage":{"@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/"},"wordCount":981,"publisher":{"@id":"https:\/\/www.teamly.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/#primaryimage"},"thumbnailUrl":"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/blog-book-summary-template-9-1.png","articleSection":["Book Summaries"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/","url":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/","name":"Key Lessons from Building a StoryBrand 2.0: Chapter 9","isPartOf":{"@id":"https:\/\/www.teamly.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/#primaryimage"},"image":{"@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/#primaryimage"},"thumbnailUrl":"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/blog-book-summary-template-9-1.png","datePublished":"2025-01-24T18:39:36+00:00","description":"Chapter 9: Learn how to craft messaging that helps your customers avoid failure and build stronger connections.","breadcrumb":{"@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/#primaryimage","url":"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/blog-book-summary-template-9-1.png","contentUrl":"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2025\/01\/blog-book-summary-template-9-1.png","width":1792,"height":1024},{"@type":"BreadcrumbList","@id":"https:\/\/www.teamly.com\/blog\/key-lessons-from-building-a-storybrand-2-0-chapter-9\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.teamly.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Key Lessons from Building a StoryBrand 2.0: Chapter 9"}]},{"@type":"WebSite","@id":"https:\/\/www.teamly.com\/blog\/#website","url":"https:\/\/www.teamly.com\/blog\/","name":"Official Teamly Blog - Official Teamly Blog - Your Project Management Resource","description":"Your Project Management Resource","publisher":{"@id":"https:\/\/www.teamly.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.teamly.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.teamly.com\/blog\/#organization","name":"Official Teamly Blog - Official Teamly Blog - Your Project Management Resource","url":"https:\/\/www.teamly.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.teamly.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2021\/09\/logo.png","contentUrl":"https:\/\/www.teamly.com\/blog\/wp-content\/uploads\/2021\/09\/logo.png","width":150,"height":39,"caption":"Official Teamly Blog - Official Teamly Blog - Your Project Management Resource"},"image":{"@id":"https:\/\/www.teamly.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/teamly\/"]},{"@type":"Person","@id":"https:\/\/www.teamly.com\/blog\/#\/schema\/person\/f1a03a4dfdf615a5825ac3f9a0c848ee","name":"Tim Barenscheer","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/91e23a2399a65f91d3542dd40b73065fc729eede7f5a5e56004848efa322a265?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/91e23a2399a65f91d3542dd40b73065fc729eede7f5a5e56004848efa322a265?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/91e23a2399a65f91d3542dd40b73065fc729eede7f5a5e56004848efa322a265?s=96&d=mm&r=g","caption":"Tim Barenscheer"},"url":"https:\/\/www.teamly.com\/blog\/author\/timbarenscheer\/"}]}},"_links":{"self":[{"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/posts\/13859","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/comments?post=13859"}],"version-history":[{"count":8,"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/posts\/13859\/revisions"}],"predecessor-version":[{"id":13873,"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/posts\/13859\/revisions\/13873"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/media\/13860"}],"wp:attachment":[{"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/media?parent=13859"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/categories?post=13859"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.teamly.com\/blog\/wp-json\/wp\/v2\/tags?post=13859"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}